As consumers become more critical of images that promote unrealistic beauty ideals, fashion brands like Bluenotes are following suit by launching campaigns that feature unedited images.
Although the models still sport full makeup, the lack of airbrushing and Photoshop allows the brand's consumers, who are mostly young women and men, to see that no one is as perfect as much of mainstream media has consumers believe.
Asia Lewicki, Bluenotes' Director of Marketing, explained the campaign by saying, "Our core consumers are teens and twenty-somethings and we wanted to lift the stereotypes and the pressure about that 'perfect image' through this authentic and unretouched campaign. We hope to inspire others to share their unfiltered images on their social channels."
Unedited Fashion Campaigns
The Bluenotes Campaign for Fall Features Images That Are Not Retouched
Trend Themes
1. Unedited Fashion Campaigns - Fashion brands are launching campaigns featuring unedited images, responding to consumer demand for authenticity and promoting realistic beauty ideals.
Industry Implications
1. Beauty and Cosmetics - The beauty and cosmetics industry has the opportunity to create products and campaigns that embrace natural beauty and promote body positivity.
2. Fashion and Apparel - The fashion and apparel industry can capitalize on the trend of unedited fashion campaigns by showcasing diversity and inclusivity in their advertising, appealing to consumers seeking authenticity.
3. Social Media and Technology - Social media platforms and technology companies have the disruptive innovation opportunity to develop tools and filters that encourage users to share unfiltered images, promoting self-acceptance and challenging the notion of a 'perfect image'.